A customer looking at two contractor websites on a laptop often cannot tell them apart. Google is not looking at the laptop. It is downloading files, timing the first paint, and reading the HTML.
Most shops I get asked to look at are on WordPress with a page builder. The builder makes it easy to drag a section into place. It also ships a lot of unused CSS and scripts with every visit, and it asks a database to build the page each time. On a phone in a driveway, that is a wait. Waits are a ranking factor.
The other problem is thin pages. A services page that lists eight trades in one paragraph does not answer “panel upgrade in Fairfax.” Assistants skip it. A finished page written for that job, on a site that loads immediately, is easier to cite.
None of this requires a storefront. It requires files you own, pages that match how people search, and a phone that gets answered when they call.